Länsförsäkringar Bank & Insurance
My Role
UX Design
UI Design
UX Strategy
Description of the assignment
As a lead UX designer for the public site, I created new designs for the A/B tests.

Some of the results from the A/B tests

In order to achieve goal-oriented development or follow-up, Länsförsäkringar wanted to start working with quantitative data and A/B testing, a data-driven approach, processes and also regular follow-up of the development that is done.

Together with my colleagues from Conversionista, I created new product pages that were used in the A / B tests against existing designs to see if our hypotheses were successful or not.
Project Goals
1. Increasing the click-through rate
2. Set up clear and concrete KPIs
3. Enabling users to understand and engage more in the products
4. A way of working for quantitative customer insight

Project outcome
The result was almost 20 completed AB tests in 2019. In addition, Länsförsäkringar now works to a greater extent with follow-up analyzes - not only with A / B tests - and has seen the value in bringing data to support development decisions.
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